A blog is an online text that is informative and/or inspiring, appears periodically with a personal touch and to which readers can respond. This is the basis of every blog and you should not lose sight of it.
In the blog you tell the reader something that is useful. That can be informative, but also inspiring. You make the reader think. The content value of the blog determines whether the reader stays with you or whether he drops out. All the more reason to stick to the definition.
But if there are approximately 63,000 searches per second in the world according to www.blogkracht.nl, does it still make sense to keep a blog? Of course. Humanity is not yet information-tired. Blogging makes you think more and better about the blog, the product, the company and the customers. So blogging keeps you on your toes.
If you do blog, what should you pay attention to to keep the attention of the reader and prospects?
1. What is the purpose of your blog?
The CMO must have a clear idea of the purpose of blogging. Do you want to profile yourself as an expert, do you want to attract visitors from the blog to your site, do you want to build your own audience or network, etc. The primary goal must be tangible and measurable. You use interesting and meaningful information for this.
2. Who is your audience?
If you write content, you can post it immediately. But that is not wise. It would be nice if you had some influencers who would take a look at it and give their findings. They are in contact with the market and know what is going on. Also have someone internally look at it. Preferably someone with whom you as CMO have little or no contact. Then there is no loyalty issue involved.
3. Perfect a blog's first impression
The first thing a visitor looks at is the image. An image (photo) is the biggest attention grabber in the visual age. Even that picture alone can double the amount of reading the blog. Then comes the title of the text. If both are attractive, the visitor will definitely move on. The primary purpose of the image and the title is to get people to read the article. Keywords are the most important part here. And the most important keywords are the words that a visitor would type into Google itself. This makes a huge difference.
A business blog always offers objective information, but it doesn't hurt to also pay some attention to your own business. So place a Call to Action (CtA) at the bottom of the blog.
4. Integrate a blog.
From a business perspective, a blog should be integrated with all other content marketing activities. This includes social media, white papers, e-news, e-books and physical books. A blog that stands alone is more associated with the single citizen.
